Australian Ken Rafter has been bringing his family to Vietnam for the last two years.
They have visited many of the country's top destinations from north to south such as Hanoi, Ninh Binh, Ha Long Bay, Tam Coc, Da Nang, Hoi An, Bana Hills, Ho Chi Minh City, and Vung Tau.
"We love the way of life and friendly attitude of the Vietnamese people every time we visit," Rafter said.
He is also impressed by the relaxed visa policies and improved infrastructure with new skyscrapers littering Vietnam's biggest cities.
Tourism insiders credit Vietnam's success in attracting repeat visitors to the sweeping visa reforms in recent years.
"The recent expansion of visa exemptions is a clear example of how policy can directly impact travel behavior. By removing barriers to entry and improving connectivity, the government has created the conditions for visitors not only to come but to return," Martin Koerner, commercial director of The Anam Group, a chain of luxury resort hotels in Vietnam, said.
"These steps send a strong signal that Vietnam is serious about welcoming international tourists and making their journeys smoother and more convenient."
In August 2023 Vietnam extended the validity of tourist visas from 30 to 90 days, and also allows visitors multiple entries.
In March this year the government decided to extend the visa waivers for citizens of 12 countries -- Denmark, Finland, France, Germany, Italy, Japan, Norway, Russia, South Korea, Spain, Sweden and the U.K. -- until 2028.
In August it waived visa requirements for citizens of 12 more countries -- Belgium, Bulgaria, Croatia, Czechia, Hungary, Luxembourg, the Netherlands, Poland, Romania, Slovakia, Slovenia, and Switzerland -- for stays of up to 45 days.
This expanded Vietnam's unilateral visa waiver list to 24 countries, and the total number of countries to 39. For instance, all ASEAN member countries waive visas for each other.
In recent years the government has also worked to improve infrastructure by enlarging and renovating airport terminals and opening night-time entertainment zones in popular tourist destinations such as Hanoi, HCMC and Da Nang to meet a growing demand from visitors.
Affordable costs are a key factor encouraging visitors to return to Vietnam.
Dr Hyejin Park, lecturer in tourism and hospitality management at RMIT University Vietnam, said five-star hotels and resorts in Vietnam often charge only a fraction of the rates seen in Singapore, Bangkok or Seoul, while offering comparable levels of service.
Also, daily expenses on food, transport and cultural activities are also much cheaper for tourists, making Vietnam appealing not only to luxury travelers but also to long-stay visitors and budget-conscious tourists, he added.
But Vietnam needs to further enhance the quality of travel experiences to attract repeat visitors.
Issues such as service consistency, tourist scams, transport infrastructure, hygiene, and urban cleanliness must be addressed.
Koerner said visitors should feel that every aspect of their trip, from arrival to departure, meets international standards.
Continued investment in hospitality training and the diversification of experiences beyond what a first-time visitor might do would be key to further getting repeat travelers, he said.
With the right balance of supportive government policy and sustained improvements in the overall experience, Vietnam is in an excellent position not just to attract visitors, but to keep them coming back, he added.
Park said in the short term targeted improvements in service standards, hygiene and product diversification would make a tangible difference, but the priority should be the establishment of a long-term national tourism strategy.
That should begin by identifying Vietnam's primary and secondary target markets and then conducting in-depth market research to design products tailored to these audiences.
By doing this Vietnam could move beyond competing on price alone and instead build a reputation for distinctive and high-quality experiences, he added.
